Lady Gaga attended the IFA 2009 in Berlin to announce the Heartbeats, a pair of in-ear monitor (IEM) in collaboration with Monster Cable's Beats by Dr. Dre. They were designed with design firm Ammunition Group and the Haus of Gaga.

Lady Gaga along with Whoopi Goldberg, Anthony Edwards, Chace Crawford, Charles Grodin, Gary Sinise and Kathleen Turner, were celebrities to take part in the annual charity of the company that was affected by the September 11, 2001 disasters.

Lady Gaga arrived on the red carpet wearing a black dress, neck brace, top hat, and a Phantom of the Opera-esque mask. Her date was Kermit the Frog. Prior to entering the event, she was interviewed by Sway from MTV.

Pete Wentz and Gabe Saporta introduced Lady Gaga to the crowd before she performed. She performed "Paparazzi"; wore with the Haus of Gaga Bleeding Bodysuit and mask by Keko Hainswheeler. Lady Gaga has often remarked that this performance was inspired by a Frida Kahlo self-portrait, the death of Princess Diana, and the public's fascination with the demise of the celebrity.

Lady Gaga was presented the award for Best New Artist by Eminem and Tracy Morgan. Her red lace outfit was meant to be a continuation of her performance, with the red lace meant to be symbolic for the eternal martyrdom of fame.

The event was promoted as "V magazine, Marc Jacobs with Belvedere Vodka celebrates Lady Gaga and the launch of V61" at Hiro Ballroom at the Maritime Hotel in New York City. The launch of V61 was sponsored by Belvedere Vodka and MAC Comestics. Unoffficially, the event was known as the Marc Jacobs show's after-party. The party featured a performance from Lady Gaga who was fresh off her Best New Artist VMA and continuing the "blood look" with a blood red lace outfit. She performed an acoustic rendition of "Poker Face" and "Just Dance". Gaga costume for her VMA performance was on display in a box next to her piano.